Elevating DRG to a New Branding Level
DRG Law Firm has been a long time legal marketing client of ours and not too long ago they came across a situation where their marketing slogan was compromised and taken so they wanted a revamp.
Old DRG Law Firm Logo
We offered to help and below is our logo creation process.
First Concept
For the first concept, we evolved the idea of scales and a sword that is strongly associated with the legal field. However, to enhance the mnemonic function, we needed to turn this concept into a unique form.
We intentionally hide elements that offer other meanings that provide a positive impact on brand perception. Let’s look at it further.
It is very important that the logo is laconic and easy to read, and not be overloaded with elements. When we overload a logo, we make it harder to perceive, which can lead the brand to be perceived negatively. Laconic signs are easier to remember and recognize.
As you will in the image below we aimed to create a stamp style logo that can help enhance the positive perception of the brand. What is also important is the shape of the circle. Calm and as balanced as possible. Such confidence that does not go into brute force – this is the feeling that lawyers’ clients are looking for.
This is what the completed logo looks like:
Second Concept
For the second version, we focused on the idea of protection. Subconsciously we understand that any potential client that reaches out to an attorney wants to feel protected.
The symbol itself gives great potential for transformation and evolution in an identity. We can create patterns from it, transform it into icons, and so forth.
- The point in the middle symbolizes the client and around it you will find a “protection ring”. The sign itself resembles the shape of a shield, which again symbolizes protection and confidence.
- There are also arrows in the logo which are pointing in different directions. This shows that you can professionally assess the problem from all sides. It also tells the viewer that you are moving, not standing still.
- The logo contains a spiral which is a metaphor for constant growth and progress in solving problems.
- The logo is also a monogram assembled from the letters D, R, and G.
This is what the completed logo looks like:
Third Concept
The idea for the third and final design is the concept that an attorney dive’s into the client’s problem with all the drive and intention to solve it. For the client, working with a diligent law firm who stands by their side can be seen as a blessing and that’s what we wanted to reflect in the logo.
The logo is also a monogram assembled from the letters D, R, and G (see above).
This is what the completed logo looks like:
So Which Was Selected?
Option 2 was the immediate winner and went directly with the new design direction that Demian has in mind.
Let us know what you think below!
